Google AdWords Keyword Research
Before you insert your keywords/key phrases into the keyword screen,
you need to first understand different “match types”
available and the implications they may have on the performance
of your ad campaign.
There are four match types: broad match, exact match, phrase match,
and negative match and each of them are described below.
- Broad Match
Each keyword phrase you enter is a broad match by default. A broad
match is a phrase that has no deliminater, for example:
children martial art
kids martial art
junior martial art
Whenever someone types in any phrase that contains all of the
keywords inside that one phrase, your ad will be triggered. So
in our example, is someone were to type in children should not
be taking martial art your ad will be triggered (even though obviously
you don’t want your ad to trigger since the person has no
intentions of joining a martial art for children.)
So to circumvent that, Google allows for three other forms of
- Exact Match
Keywords in this category has the bracket  deliminaters, for
[children martial art]
[kids martial art]
[junior martial art]
The keywords that the user enters has to be exactly the same keywords
in the same sequence as your exact match for your ad to trigger.
In our example, if the user enters, awesome children martial art,
your ad will NOT trigger because of the additional word “awesome”
that is not included in your exact match.
Since keywords being exact matched are more specific, you’ll
encounter better pricing on keywords in this format as opposed
to keywords in the broad march format.
- Phrase Match
Keywords in his category has the quotes “” around
them, for example,
“children martial art”
“kids martial art”
“junior martial art”
As long as what the user enters into the search term include your
keyword phrase, your ad will trigger.
So in our example, if the user enters,
awesome children martial art
your ad WILL trigger.
- Negative Match
These keywords have a negative sign - placed in front of them.
If the user enters a phrase that contains a negative match (regardless
if any of the entered terms match your keywords), you ad will
NOT be triggered.
In our example, if we add a negative keyword,
and the user enters,
easy kids martial art
your ad will NOT trigger. Keep in mind that negative keywords
have no impact on exact matches but are indispensable when it
comes to broad and phrases matches.
With that said, how do you use these four different categories
of matches to create a collection of keywords that will net you
the qualified traffic you desire?
Start by making both exact and phrase matches for each of your
keyword phrases; this makes your keywords more specific and as a
result allow for cheaper bids and more targeted market. You’ll
also want to consider throwing in some negative keywords especially
if you have some broad and phrase matched keywords in your list;
this will help hone in on your targeted market even more.
Remember, when you have more exact/specific keyword/keyword phrases,
you’ll attract higher quality traffic and less competition
(which means more attractive bid prices.)
Don’t worry about making sure you got every single relevant
keywords in your list on the first try, you can always come back
to adding more or deleting existing keywords. For now, given our
research, let’s use the keywords we have for our example.
Let’s enter the keywords for example as follows and go on
to the next step.
Let's move on. Click here:
Setting Campaign Budget for AdWords